While the pandemic has hit the automotive sector quite hard, the past two months have shown strong signs of recovery. And with the traditional September peak of new '71' registrations in Britain just three months away, there are plenty of reasons for the industry to Latest Mailing Database be more optimistic. That said, the industry has seen significant change over the past few years, not just from COVID, but from disruptive, electric-only manufacturers, online-only retailers, and new to own/ buy models. All of these changes are driving and responding to shifts in shopper behavior that emphasize the traditional showroom-led sales model and increasingly focus on online business.
A marketing-driven customer experience is essential for manufacturers and dealers to not just survive these tough times, but to thrive in an ever-changing competitive landscape. Using marketing automation to extend the experience beyond the showroom is at the Latest Mailing Database heart of this. Today, most purchase journeys begin on your website. This is where marketing automation delivers its first point of value by delivering relevant online content and encouraging browsers to complete simple forms to turn them into known contacts. Armed with this information, you can leverage marketing automation to nurture that interest, proactively sending them additional information, tempting them with promotional offers, and securing a test drive. This level of online engagement allows you to redefine the showroom experience.
You can simplify the process of booking a visit, gather information about customer preferences before they set foot in the showroom, and tailor their experience to their specific needs. Seamlessly integrating your marketing platform with your customer data allows you to Latest Mailing Database automate and be proactive in your engagement. Communication can be triggered by customer events such as a pending service or MOT, by seasonal promotions such as a winter vehicle check, or by leveraging what you know about the customer to target offers or events such as a new model launch.
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